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Everyone says you need a niche. But most people pick one the wrong way. They guess. They copy someone else. Or they try to be the “Uber expert” in a crowded market and wonder why nothing sticks. That’s how you end up invisible… or buried under 50 other people claiming the same thing. In this
Let’s face it, disadvantage is all around us. If it’s not the economy, it’s our own disadvantages and limited resources. In fact, if you really think about it, disadvantage may be our most abundant resource. So doesn’t it make sense to learn how to convert it into advantage? This chapter might more aptly be titled
Here is an example of “pre-positioning” a piece to your house list. In example “A” — sent to the hottest clients on the house list — Leo genuinely wanted to know how bodybuilders would react to this new product. I suggested we simply send out the ad, and ask for opinions. So that’s what we
Most testimonials sound good… but don’t sell. They’re polite, vague, and easy to ignore. If you’ve ever put one on a page and wondered why it didn’t move the needle, this video will hit close to home. The problem isn’t that you don’t have testimonials — it’s that you probably have the wrong kind. In
Effective marketing doesn’t have to be expensive—especially if you know how to get others to do it for you.If you know where and how to look, you’ll find that powerful marketing assistance is all around you. Getting others to do your marketing for you has two benefits. First, it saves money. Second, it’s often
Golf is one of those golden markets that is clearly targeted…and populated with people who have an irrational passion for the sport. They don’t bat an eye when I address them as “golf nuts” (which I frequently do). They glorify in their passion. They are so irrational, in fact… that we found products which
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